Packaging
SLEEVES CONVEY BRAZILIAN SPIRIT OF BRAHMA LAGER
Tuesday 10. June 2008 - Limited edition promotional sleeves supplied by CCL Decorative Sleeves for Inbev UKs Brahma lager brand feature eye-catching Brazilian street art designs.
In order to capture the spirit of the Brahma brand, Inbev UK held a competition for artists to submit designs based on Brazilian street art featuring the vibrant colours and joy of life of this exotic country. The top three designs were then made into sleeve artwork for the 330ml glass bottle. In addition, because the sleeves replaced the existing paper labels for the duration of the promotion, the sleeves also had to incorporate the neck label design.
In addition, the non-symmetric shape of the distinctive waisted bottle required precise pre-distortion of the sleeve design to ensure in particular that the information on the neck of the bottle was clearly readable and exactly replicated the standard neck label.
A particularly unusual feature of the project was that all three designs were printed on one set of cylinders, cutting the cost of origination and allowing the customer to mix up the three designs during application. This was made possible by the wide web capability of CCL Decorative Sleeves press in Castleford.
The sleeves are gravure printed in eight colours onto 50 micron PET and applied to full bottles by A&S Packing (Yorkshire),
CCL Decorative Sleeves has worked with Inbev UK and A&S Packing previously and was chosen for this key project because of the companys proven expertise in innovative sleeving solutions.
“In effect, these designs convey and reflect a way of life so it was particularly important that the print and finish of the sleeves fully reflected the quality and vitality of the original artwork,” explains Nicola Trainor, Brahma Senior Brand Manager.
“The sleeves from CCL Decorative Sleeves ideally meet this requirement.”